Lead: mixtapes have long been used in hip-hop, often when acts are starting out and wanting to create a buzz around themselves. Now they are becoming more common as major acts use them as an embellishment to an existing campaign or as a way to test out a creative reboot without the overpowering attention that it being an album “proper” would bring. We look at who is using them best, how they should connect with fans and why they can become money-spinners in their own right.
Campaigns: Gorillaz launch an app, do a live Q&A and invite you into their “real” house; Joe Goddard remixes Spotify’s API to create a more radio-style playlist; and Kasabian charge into Twitch to play football and a gig.
Behind The Campaign: Ed Sheeran’s Divide is most likely going to be the biggest album of 2017 – and maybe also of 2018. Atlantic Records is planning a 24-month marketing campaign around it and got off to an astonishing start by seeing the entire album gatecrash the top 20 singles charts in the UK. Mark Mitchell and Nick Long of Atlantic discuss the impact of “Edageddon” on the charts, why the whole album was uploaded to YouTube on release, the precarious future of promo videos and how they managed to get his music on a Snapchat filter for free.